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Vikki Smith, Deputy DirectorOctober 7, 2013

Tools to Enhance Voluntary Compliance

What I’ll cover

• Research your customer

• Develop a user profile

• Put it in plain English

• Use design to convey your message

• Test your products with users

• Put your tools to use

• Keep looking for ways to meet customer needs

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Research your customer

• Identify their needs

• Website redesign example

Review search log data

Use website analytics (example: Google analytics)

Target users with online surveys

Tap subject-matter experts

Examine user profiles of similar state agencies

• Mobile app example

Keep track of users’ continually changing needs - example: trend toward mobile/responsive design

Deliver information and services when and where users need them

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Develop a user profile

• Helps focus on “who” the product is being created for

• A user profile helps define:

WHO your customers are (small-business owners)

HOW they use your website (topically; scan instead of read; not for fun)

WHY they come to your site (E-file, look up a tax rate, look up a registered business)

WHO you need to RECRUIT for effective usability studies

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Put it in plain English

• Use Plain Talk - plain language, or writing, that the typical customer can understand and act upon after a single reading

Plan your communication

Focus on people

Use short, simple sentences

Use words readers know

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Use design to convey your message

• Make the text visual

Use lists and tables whenever possible

Use bulleted lists for items/conditions

• Format pages to help users

Put most important information first

Content is easily scanned by reader

Separate information into “chunks”

Use bold headings and white space

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Test your products with users

• Employ User-Centered Design (UCD)

Cost/benefit ratio of UCD - $1:$10-$100

• Usability testing is more than just focus group work

• When UCD is not applied, users will:

Make mistakes

Get frustrated and give up

Call or visit a local office

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Test your products with users

• Usability testing

One hour, one-on-one meeting with representative customer

Facilitator asks participant to perform tasks

Participant is asked to “think out loud” and verbalize what they are thinking and expecting

• What you can learn:

Labels or words your customers don’t understand

What they call things

Where they expect to find things

Information they still need

Information that is not important

Content that’s not in the order or format expected

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Put your tools to use

• All of these tools can be used for a number of different products

Websites

Web applications (desktop and mobile)

Letters/notices

Forms

Targeted education

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Web site

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Web site

Web applications (desktop and mobile)

• Business use of mobile devices is growing

• Customers’ mobile needs

• Why sales tax rate lookup?

• Go where your customers are

• Leverage unique mobile functionality

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Letters/notices

• Excise Tax Delinquent Notice Letter Redesign

Plain Talk principles make it easy to understand

Format is easier to read; one page instead of two

User-centered content sets clear direction and expectations

Tone prompts customer to take action

Revised mailing schedule gives more time to take action before calls start

Result: Filing rate increased by 7% 13

Amnesty Application Form

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Befor

e

After

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Targeted Education

What is Targeted Education?

• An effort to use “plain talked” letters mailed to groups of non-reporters/under-reporters

• The goal is to educate and collect unpaid tax

• The program began more than a decade ago

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Results can vary widely

Targeted Education Program Results FY07 to date

$3,577,915

$4,030,035 $4,018,000

$4,962,308

$5,313,255

$3,440,332

$3,547,604

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

FY 2007 FY 2008 FY 2009 FY 2010 FY 2011 FY 2012 FY 2013

Reported Tax Mailings

23,658

16,827

32,862

24,647

24,647

20,070

61,318

Re

po

rte

d T

ax #

of L

ette

rsFY 13 Goal

$2.9 Million

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Return on investment FY07 – FY13

$821,858

$28,009,497

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Expenditures Tax Collected

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Improvements we’ve made

Included a tax matrix in use tax letters

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Improvements we’ve made

Created web landing pages

• Uses tracking number that business enters

• Asks specific questions

• Links directly to online industry guide

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Improvements we’ve made

Created web landing pages

• Instructs on how to file, register, or report taxes based on response

• Saves on phone charges and cuts down on call center volume

• Gives ability to collect an email address for follow-up

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Improvements we’ve made

• Created industry guides to complement the letters

33 industry guides

Stakeholder work with associations (taxis, insurance, self-storage businesses)

• Used commercial lists from other sources (includes unregistered businesses)

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Improvements we’ve made

• Developed a “Targeted Education History” SharePoint site

Program description

Response method

What taxes

Copy of the letter

Link to the mailing list

• Emailed agency about mailings

Keep looking for ways to meet customer needs

• Constantly look for ways to improve processes and procedures

• Look for ways to better drive user behavior

• Keep on top of your customers’ changing needs

– how will they need to get information and services in the future?

• Increase voluntary compliance

• Improve customer satisfaction

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Meeting customer needs

=

voluntary compliance

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Questions?